What makes an influencer's followers green? U-shaped curvilinear relationships between influencers' interactive practices and perceived pro-environmental behaviors

Purpose Despite green influencer marketing campaigns extensively shape followers' behaviors, they are still based on trial and error. This study seeks an effective green influencer marketing for a sustainable world. Drawing on the green advertising skepticism perspective, commitment-trust theory and stimulus-organism-response (SOR) model, the impact of influencers' interactive practices on followers' green purchase intention considering the mediating roles of perceived influencers' pro-environmental behaviors by followers and their green attitudes has been investigated. Design/methodology/approach To validate the measurement and conceptual models, 272 followers of influencers who promote sustainable lifestyles and green products were surveyed and the collected data were analyzed using PLS-SEM with the assistance of Warp-PLS 8.0 software. Findings The results showed that there are U-shaped curvilinear relationships between influencers' interactive practices and followers' attitude toward influencers' pro-environmental behaviors in three dimensions: environmental concern, responsibility and protection. Followers' attitude toward influencers' pro-environmental behaviors shapes their green attitude, resulting in their green purchase intention. Practical implications This study highlights that transparency and interactive engagement by influencers enhance trust and perceived authenticity, encouraging followers to adopt eco-friendly behaviors. For effective green influencer marketing, influencers should maintain credibility and strong follower relationships, while businesses should partner with genuinely environmentally committed influencers. Originality/value This study shows that followers' attitude toward influencers' pro-environmental behaviors evolves as influencers' interaction with followers deepens through their interactive practices. It is among the few studies addressing effective green influencer marketing.